IT’S that time of year when the topic turns to New Year’s Resolutions.

Of course the most common pledges to make have stood the test of time- to lose weight, to travel more, to quit drinking and in general to vow to be happier.

But if you were around in 1948 taking care of your coat hangers and watching your coupons may well have topped your list.

After all, although the Second World War was over, this was still a time of great austerity. Rationing was still in place and the make do and mend attitude was as strong as ever.

On January 3, 1948, The Southend-on-Sea and County Pictorial newspaper printed a list of New Year’s resolution suggestions that readers could take inspiration from. Here they are, word for word as they appeared in the newspaper...

Make use of Hangers

“We should make use of those new coat hangers we had from Aunt Jane and not carelessly discard our clothes, even if we are in a hurry.

We should not go near the oven or do the odd spot of washing up without first slipping into an apron over our new outfit. A quick splash soon marks a dress disastrously and is always difficult to remove successfully.

Send your clothes regularly to the cleaners, for no amount of brushing and cleaning at home entirely removes all the dust which accumulates during normal wear.”

(A 1948 advert for Thorpe Bay Laundry is featured in our gallery. This is exactly the type of cleaners that readers were being urged to send their clothes to)

Watch Those Coupons

Do some sensible planning with your next allocation of clothing coupons. Don’t buy that pretty dress which took your eye without first making certain that you have not forgotten such essentials as stockings, shoes and warm underwear. Think well before you buy your new suit. Let it be bright if you wish but it must tone with some of the accessories you already possess for your coupons will not stretch to a completely new outfit.

 

“Go easy with your new boxes of powder and bottles of perfume. Keep them for special occasions and you will appreciate them much more.”

(One of the best selling perfumes of 1948 would go on to be L’Air du Temps by the French fashion house Nina Ricci. It was created in 1948 and sold in a bottle designed by René Lalique)

Look After Your Appearance

“Review your make up and appearance. Take stock of your hair and keep it bright and shining with a good brush routine.

Take a peep at your hands. Are the nails always kept scrupulously clean, the varnish unchipped and the skin smooth?

Make an effort to look nice always, even though you may be alone in the house and there is little chance of a stray caller.”

 

(Film star Janet Blair is pictured in our photo gallery showing how to get a glamorous hair look with a First Thing in the Morning Coiffure’)

Take up Sport This Year

“You should really try to take up some sort of sport this year. Take a regular walk and get that old bicycle out of the shed. You will find a spot of oil will do it the world of good and the bicycle will save you many wearisome journeys to the local tradesman, besides relieving you of the burden of carrying a heavy basket.

Lastly, resolve to be neighbourly and kindly to the old lady next door. Let her know when the butcher has liver or the greengrocer and baker have something special.

 

Do the odd spot of shopping for her now and again and save her the tiresome queuing that will be so exhausting for her.

Make the most of the opportunity for giving happiness to others and you will find the New Year spirit will bring a rich reward.”

(Sporting success was certainly on the menu later in 1948 when the Summer Olympics were held in London.

Glamorous American divers Vicki Dravas, Pat Elsener, Juno Stover and Zoe Ann Olsen, were a huge hit in the games and are pictured in our gallery).